The call comes in: "How much does it cost to replace a 3-ton AC unit?" And the contractor, eager to be helpful and not lose the call, says "$4,500 to $7,000 depending on the equipment." The customer hears $4,500. The job ends up at $6,200. The customer feels misled, even though the contractor gave an accurate range.
Phone quotes are almost always a mistake. Here's why and what to do instead.
What You Don't Know From a Phone Call
You don't know what access looks like. You don't know what the existing equipment is or what condition the electrical is in. You don't know what the ductwork situation is. You don't know if there's a permit history that affects the scope. You don't know if "3-ton unit" means they actually need 3 tons or if they're repeating what the last contractor told them without a load calculation.
Every one of those unknowns is a variable that can change your price by hundreds of dollars. A quote given without that information is a guess with a dollar sign on it. When the actual price is higher, you're defending a gap between your guess and reality, and that's a terrible conversation to be in.
What to Say Instead
"I completely understand you want to know the ballpark before we schedule something. For a replacement job, I can tell you our typical range runs from about $X to $Y. The final price depends on the specifics of your system and home. I'd like to do a quick site visit so I can give you an accurate number, not a guess. I won't charge you for the estimate and it takes about 30 minutes. When works for you?"
Most customers appreciate the honesty more than you'd expect. You're telling them you take pricing seriously. That's actually a selling point.
When You Have to Give a Number
Some customers won't schedule a visit without a number. Give a wide range and frame it correctly: "For a standard residential replacement without any complications, I've seen it run anywhere from $5,000 to $9,000 depending on equipment and what we find when we open it up. The only way I can give you a real number is to look at it. That visit is free."
A wide range stated clearly is not a quote. It's context. Document that distinction in your estimate follow-up so there's no confusion later.
Put this into practice with WerkOps
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Written by
Dina Good
Founder, WerkOps
Dina grew up in the trades. Her father was a contractor, then a building inspector, and the job site was her classroom long before any formal one was. She went on to own her own contracting company, which is where she first felt the pain of running a skilled trade business on bad software and worse spreadsheets. A love of data pulled her into programming, and the two worlds eventually collided into WerkOps - software built by someone who has actually been on the truck.